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Sports Marketing Ch6 Part III
Test Description: Good Luck!
Instructions: Answer all questions to get your test result.
1) Translating product levels into managerial decisions involves the following except
A
adaptation
B
understanding
C
experimentation
D
action
2) Translating product levels into managerial decisions is an important exercise for marketers. When it comes to the augmented level of a product, marketers must be willing to
A
adapt
B
understand
C
experiment
D
take action
3) The definition of innovation applied to sports products is the ability to
A
generate revenue at a profit
B
deliver new value to a customer
C
generate revenue quickly
D
deliver new value to a sports brand
4) Continuous and dynamically continuous innovations are considered evolutionary because they
A
can be potential game changers if accepted by consumers and the industry
B
are relatively easy to market to consumers
C
can generate additional revenue with minimal financial investments
D
entail relatively minor changes or adaptation of existing products
5) Discontinuous innovations are considered revolutionary because they
A
can be potential game changers if accepted by consumers and the industry
B
are relatively easy to market to consumers
C
entail relatively minor changes or adaptations of existing products
D
can generate additional revenue with minimal financial investments
6) In sports, an example of a ________ is the Ultimate Fighting Championship (UFC).
A
continuous innovation
B
dynamically continuous innovation
C
discontinuous innovation
D
dynamically discontinuous innovation
7) Mark doesn't see arena football as fitting into his idea of how football should be played, so he has no desire to even go to a game. This is the ________ element of innovation adoption.
A
compatibility
B
flexibility
C
complexity
D
relative advantage
8) For innovations in sports, an excellent way to encourage trial usage is to use
A
live events
B
sampling
C
advertising
D
demonstrations
9) Alexis has been charged with the responsibility of marketing a product innovation. The logical starting place is
A
locating former customers
B
attracting new customers in existing markets
C
breaking into new markets
D
expanding existing customer relationships
10) In terms of brand leveraging strategies, Kristen has decided to market her women's basketball team by reaching out to fans of men's basketball. This illustrates which approach of connecting target markets to product innovations?
A
locating former customers
B
expanding existing customer relationships
C
attracting new customers in existing markets
D
breaking into new markets
11) Which strategy for connecting target markets with product innovations is most likely the riskiest?
A
expanding existing customer relationships
B
breaking into new markets
C
attracting new customers in existing markets
D
locating former customers
*select an answer for all questions
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